AI Development
AI as the delivery layer. A multi-agent fleet, HAL, and this site all shipped through it.
FLEETSHIPPING SPEED
DESIGN · CODE · SHIP
ShuHQ. Shu, Digital Architect.
The systems behind the brands. Designed, coded, shipped.
WhoIs Shu...
I design and build the systems that make businesses work online.
Digital Architect and GM at Bay38. Twenty-five years from shop floors to server racks: retail management, then a decade deep in eCommerce, B2B portals, and platform builds. Now I run a business by day and a fleet of AI agents around the clock.
I use AI as my development layer. I bring the architecture, the direction, and the quality control. Quality over speed, built right first time.
NOW PLAYING: BAY38 · CO-OP WITH NATHAN TAYLOR · NEW LEVEL LOADING
25+
Years Commerce
10+
Years Digital
UK
West Mids
BUILT · SHIPPED · RUNNING
TheWork...
Project Management
Departments built from scratch, teams trained from zero, delivery answering to Directors.
TEAMS BUILTDIRECTOR-PROOF
eCommerce & B2B
36,000+ sales at 100% feedback. Portals and catalogues pushed past factory settings for national distributors.
VOLUMEFEEDBACK
Retail Operations
Thirteen years of high-volume stores. Top 10 of 300+, full P&L.
RANKYEARS ON THE FLOOR
Consultancy
Digital direction, straight answers. Audits, roadmaps, and platform decisions scoped right first time.
STRAIGHT ANSWERSWAFFLE
Systems & Automation
Real-time trackers, automated reporting, and tools teams actually live in.
UPTIMESPREADSHEETS RETIRED
Digital Marketing & SEO
SEO, PPC and feeds. 50,000+ customers, 150% growth in three years.
REACHGROWTH
Game Dev
Retro arcade games aimed at Steam. Hand-drawn art, CRT scanlines.
PIXELSNOSTALGIA
INSERT COIN
WORKED WITH · BUILT FOR · RAN
Brands Worked WithNew & Old...
HAND-PICKED, NO ALGORITHM
OffThe Clock...
PC Tech
Rigs built by hand, tuned past sensible. The daily driver runs an RTX 5080 and a fleet of AI agents.
Retro Gaming
30 emulated platforms, Amiga to Neo Geo. The 8-bit wars never ended, they just moved house.
Record Shelf
250+ artists. Grunge backbone, Patton deep cuts, psybient for the late shifts. Desert island album: Mr Bungle.
Vintage BMWs
Straight-six or nothing. Forty-eight photos of the same E46 in one folder, every one a keeper.
Retro Collecting
Hardware, boxes, manuals, documentaries about all three. If it beeped in the 90s, it belongs here.
Making Noise
Synths and sequencers, 30+ projects deep in Reason. The output's hidden on this page. Keep your ears open.
